Strategic Vision Announces the Inaugural 2025 Most Popular Vehicle (MPV) Awards, Celebrating How Vehicles Reflect the Passions and Priorities of Their Owners

Every car tells a story, and the 2025 Most Popular Vehicle (MPV) Awards from Strategic Vision reveal which models and brands are most deeply woven into the lives of American drivers. Rather than measuring horsepower or statistics alone, these awards focus on something far more personal: how vehicles capture the hearts, minds, and daily priorities of their owners. From digital warriors who live for gaming marathons to outdoor adventurers, family weekend warriors, and those who find peace in yoga practice, the MPV Awards recognize vehicles that are more than machines; they are reflections of lifestyle, identity, and aspiration.

To determine the 2025 MPVs, Strategic Vision examined lifestyle interests across the U.S. population and compared them with the desires and habits of new-vehicle buyers. Each category represents a lifestyle segment that plays a meaningful role in American life. Winners were selected based on the proportion of model or brand owners who actively engage in a given activity, and where relevant, how their vehicles help them pursue it. This even includes political party affiliation, Democrat vs Republican (including the America Party) as self-reported by new vehicle owners. The result is a collection of vehicles that truly fit their owners’ lives, from sunrise commutes to weekend escapes.

CATEGORY INSIGHTS AND WINNERS

1. COMPUTER GAMES: Most Popular Model: Toyota GR86 (70%) – Most Popular Brand: Tesla (30%)

Gamers are drawn to experiences that combine speed, control, and immersion. It is no surprise that the Toyota GR86 leads this category with a remarkable 70% incidence among those who list computer or video games as a core lifestyle interest. Agile, fun, and unmistakably performance-oriented, the GR86 appeals to the digital generation that values both precision and thrill. Many of these drivers have raced this car virtually before owning it in real life.

Tesla brand follows at 30%, reflecting its strong cultural resonance with tech-savvy consumers who live in connected ecosystems. From in-car gaming options to over-the-air updates, Tesla brand vehicles are almost an extension of the digital world. These results confirm what many marketers already suspect: gamers do not just play; they live in technology, and their vehicle choices reflect that identity.

2. CAMPING TRIPS: Most Popular Model: Ford F-250 (64%) – Most Popular Brand: Ram (39%)

Few vehicles better symbolize freedom and self-reliance than a full-size truck. The Ford F-250 dominates among campers, with 64% of its owners reporting that camping trips are part of their lifestyle. Its towing power, payload capacity, and off-road durability make it the perfect tool for hauling tents, trailers, and dreams of open skies.

The Ram brand comes in strong at 39%, speaking to owners who use their trucks not only for work but for escape. These are buyers who measure success by weekends in the wilderness rather than time spent in traffic. For advertisers, this category showcases trucks as the ultimate enablers of adventure, a market built on reliability, rugged beauty, and the thrill of getting lost on purpose.

3. COOKING: Most Popular Model: Lexus RZ (62%) – Most Popular Brand: Volvo (46%)

Cooking may not be a driving activity, but it reflects how people savor life. The Lexus RZ, with a 62 % incidence rate, appeals to those who combine sophistication and creativity, values often found in both culinary and automotive craftsmanship. It’s quiet, all-electric drive complements the calm precision of those who enjoy the art of preparing a meal.

The Volvo brand follows with 46%, signaling a customer base that values balance, comfort, and wellness. Owners of both the Lexus RZ and Volvo brand vehicles often view their cars as part of a broader lifestyle of care, design, and attention to detail, qualities that extend from the kitchen to the road.

4. VOLUNTEER WORK: Most Popular Model: Ford Escape PHEV (40%) – Most Popular Brand: Subaru (27%)

The Ford Escape PHEV captures the spirit of purpose-driven mobility with 40% of its owners reporting regular volunteer involvement. Its plug-in hybrid system and practical size fit those who prioritize community, efficiency, and contribution.

The Subaru brand continues its well-known alignment with socially beneficial values at 27%. Its owners are statistically more likely to give time and energy to helping others. For automakers, this category demonstrates how product identity can mirror moral identity. The Escape PHEV and the Subaru brand represent an intersection of capability and compassion, a vehicle choice rooted in both practicality and purpose.

5. GOING OUT TO NIGHTCLUBS: Most Popular Model: Audi Q4 (16%) – Most Popular Brand: Jaguar (10%)

This is the category of energy, nightlife, and self-expression. The Audi Q4 wins with 16% incidence among those who frequent nightclubs, reflecting its appeal to younger, style-driven professionals who balance sophistication with spontaneity. Sleek design and expressive lighting cues make the Q4 an extension of personality.

The Jaguar brand, with 10% incidence, remains a timeless symbol of urban elegance. Owners gravitate toward design and exclusivity, preferring vehicles that make a statement under city lights. For advertisers, this group represents the aspirational buyer, someone who views the car as a ticket to experience and social belonging.

6. POLITICAL ACTIVITIES: Most Popular Models: BMW 7 Series and Volvo XC60 Hybrid (28%) – Most Popular Brands: MINI and Volvo (12%)

Engaged citizens drive engaged brands. Both the BMW 7 Series and Volvo XC60 Hybrid tie at 28% incidence among owners who describe political activity as a lifestyle priority. These vehicles represent a balance between power and conscience, one a statement of leadership, the other of sustainability.

The MINI and Volvo brands tie at 12% incidence at the brand level. Owners of these brands are highly likely to be politically aware, socially active, and community-minded. Nearly all top ten models in this segment lean toward Democratic-affiliated buyers, suggesting that lifestyle identity and political outlook often travel together. For automakers and advertisers, this demonstrates how product image can intersect with social values and civic engagement.

7. TEAM SPORTS: Most Popular Model: Jeep Grand Cherokee (36%) – Most Popular Brand: Rivian brand (20%)

Team sports require coordination, storage, and family logistics, qualities perfectly embodied by the Jeep Grand Cherokee, which leads this segment at 36%. It is not always the driver who plays the sport, but often the parent or supporter carrying kids, gear, and the spirit of teamwork.

The Rivian brand follows with 20%, demonstrating that new-generation electric adventure vehicles are quickly finding homes among active families. With clever storage solutions and adventure-ready tech, Rivian brand vehicles turn carpools into expeditions. For advertisers, this group represents the blend of utility and excitement, a market where practicality meets pride.

8. YOGA: Most Popular Model: Kia Sorento (26%) – Most Popular Brand: Volkswagen brand (15%)

In this category of calm and centered living, the Kia Sorento stands tall with 26% incidence. It speaks to drivers who seek balance in every part of their day, a practical yet serene companion for those who travel between classes, family commitments, and personal wellness routines.

The Volkswagen brand earns 15%, aligning with a long-standing reputation for dependable design and mindful simplicity. Yoga practitioners often seek a sense of flow in their lives, and both the Sorento and Volkswagen brand vehicles reflect that same balance between reliability and personal space. Advertisers in wellness, fitness, and mindfulness can see in these vehicles a mirror of peaceful progress.

THE SIGNIFICANCE OF MPV

The 2025 Most Popular Vehicle Awards reveal how identity shapes mobility choices. For consumers, these vehicles are not just practical purchases but extensions of who they are. For automakers, the insight is clear: the emotional and lifestyle connection between driver and brand is the real road to loyalty.

These awards also create an opportunity for advertisers to engage audiences in ways that resonate beyond traditional metrics. Whether the goal is to connect with families, outdoor adventurers, or wellness-seekers, the MPV Awards identify where passion and product truly intersect. As lifestyles evolve, so will the categories. Future MPV Awards may include areas like “Remote Work,” “Streaming Enthusiasts,” or “DIY Creators.” The categories reflect not just trends but the cultural heartbeat of how Americans live.

ABOUT STRATEGIC VISION

Strategic Vision is a leader in understanding how values, emotions, and experiences shape automotive decisions. Through its comprehensive research and ValueCentered Psychology framework, the firm reveals why people love what they drive. The MPV Awards continue this mission by spotlighting the powerful bond between vehicle and lifestyle, celebrating those models and brands that truly become part of their owners’ lives.

More Than a Vehicle. It’s Part of You.

Since its incorporation in 1989, Strategic Vision has studied consumer and constituent decision-making for the widest variety of clients, including most auto manufacturers, Coca-Cola, American Airlines, Procter & Gamble, and most advertising agencies. Its unique expertise is identifying consumers’ motivational hierarchies, including the values that shape perceptions, capture the customers’ emotional responses and drive behavior. The firm’s in-depth Discovery Interviews and ValueCentered Surveys provide comprehensive, integrated, and actionable outcomes. For further information or interview requests, please get in touch with Alexander Edwards or Christopher Chaney at (858) 576-7141 or visit www.strategicvision.com.